Jose Borghi: A Prestigious Influence in Brazilian Advertising Market

spcblog, 04 October 2016, No comments
Categories: Business leaders

Jose Borghi, founder of Mullen Lowe Agency, the former Borghi Lowe, is considered one of the most influential advertisers of the medium. He is the creator of high-profile campaigns such as Mammals Parmalat, in which children appear dressed as stuffed animals and sang unforgettable jingles and the Saz—n with the hit of Zeze di Camargo and Luciano, “Is Love,” which is also remembered today.

The success story of Mullen Lowe Brazil began with hesitation: what career to pursue? While still studying in his third year of high school, his sister called to invite him to see a performance at the theater Castro Neves to help him find his direction. The presentation on was a show of commercial Vts who had been awarded a Cannes. From there, Jose Borghi already knew what his career would be, but could hardly have predicted that Jose Borghi too would be awarded a Lions Cannes in the future.

Born in Presidente Prudente, Jose Borghi graduated from PUC Campinas in Advertising from PUC. His first job in the area was in the year 89′ in Standart Ogilvy on The writer then stood tall and went through other leading agencies, such as the FCB, DM9 / DDB, Talent and Leo Burnett to open his own Brazilian advertising agency, alongside partner Erh Ray. “We had no investors, no banks, no godfather. We came from absolute zero. So we worked hard. We were the media planners, creators, services and coffee runners,” said Erh Ray. Jose Borghi’s success was great and was soon bought by Lowe, later becoming Borghi Lowe in December 2006 when he then divided the presidency with Erh Ray. Since then, the agency has grown and gained further substantiation in the domestic and international markets. Recently merged with Lowe & Partners and Mullen Group, the Ad agency is now called Mullen Lowe. Jose Borghi became co-CEO alongside Andre Gomes.

Marathon runners, the advertiser, acknowledges in its ability to persist even in adverse situations and go after what it craves. “I realized very early that nobody was going to give me anything, that nothing would come of grace, not by luck or fate. I understood that without my own effort, it would be just like any other”, said Jose Borghi regarding the results he has achieved.

Since the beginning of Borghi’s career, he was ahead of important cases besides those already mentioned. Revising concepts like Fiat, and “Carlinhos”, to the Down Syndrome Association, were some of them, as well as campaigns for Honda and other large companies, which earned awards both here and abroad. These campaigns include Delta Airlines, Fiat, Editora Globo Unilever, Procter, Electrolux, Bunge Group, Leaf Group, Asia Motors, Antarctica, America On Line, Alpargatas, BankBoston, American Express, Itaœ, Arcor, Coral Paints, etc. The most notable awards being: 14 lions Cannes, 7 awards at the London Festival, 10 awards at the One Show, 11 at the New York Festival, 15 Awards April Advertising and 10 Clios Awards. They were also elected the agency’s professional “Advertiser of the Year” by the JPA in 2009, in the Columnists S‹o Paulo (26th year).


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